On the evolution of beer market : Heineken’s cannabis-infused beer

By Spirits hunters 24.08.2018 | 6h30

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The beer market is constantly evolving, on the one hand to satisfy customer demand, and on the other to offer new products. Leading companies of the sector like Heineken in particular, is no exception. The Dutch brewery group, through subsiduary Lagunitas Brewing Company, put on the market a cannabis-infused beer. Known as Hi-Fi Hops, it is non-alcoholic, but contains THC, a psychoactive substance found in cannabis.

Packaged in cans, the beer is available at 8 dollars, but to acquire it, you have to go to some clinics in California. Gluten-free and calorie-free, this drink stands out for its singularity, with its herbaceous flavours and the bitterness that suits any beer worth its salt. With its positioning, Heineken Corona is a key player in the market share of marijuana. As an illustration of this pattern, the company recently invested approximately $ 4 billion in a Canadian cannabis company.

Other companies such as Province brands from Canada, are also investing on this sector. However, although the legalization of recreational cannabis will take effect on October 17, the legislation for cannabis-infused edibles in Canada are still in review.